6 ways to create an effective Facebook campaign | Weboptim
Facebook ads can be extremely profitable and there are countless ways to make them more effective. Here are 6 ways to create an effective Facebook ads campaign.
1. Statistics on the audience targeted by our Facebook page
Using the Business Manager, we can find new potential customers according to the characteristics and interests of those who have already liked our site.
First go to the "Analyses" tab, then click on "People" in the left-hand menu.
Here you can find aggregated demographic data on the likes of our Facebook page.
We can create new audiences based on the insights Facebook provides. Use what we know about audience demographics to create useful, targeted ads.
2. Aligning the ad with the Facebook campaign landing page
Align the content of the Facebook post with the content of the landing page. There are two reasons for this:
First of all, you get a higher ad relevance score and, as a result, you pay less for clicks. Facebook ads have become more competitive in recent years and consequently more expensive, so it is important to pay attention to this.
Secondly, the alignment between ads and landing pages increases the conversion rate. Once people click on an ad, they expect to get exactly what the post promised. When this is fulfilled, our site and brand gain credibility and potential customers are more likely to trust our company.
Trust is particularly important when running Facebook ads to increase sales of a product or service, as customers will be more willing to provide payment details and complete a purchase if the brand appears trustworthy. Moreover, ads and landing pages greatly increase conversion rates.
3. Test one ad element at a time
Rather than creating different ads and trying to test them, create variations of the ads that have performed best and replace them one element at a time.
For example, take your best ad, make a copy of it and change the headline to different versions. So now we have several ads that are identical, except for the one we want to test.
Once you've determined which ad gets the best response, make a copy and test another element, such as the description or image.
We also test combinations of different tests. Perhaps the winning headline/description combination could perform even better.
4. Experimenting with different ad placements
Instead of just setting ad placements in the right-hand column of your news feed or launching Facebook feeds, test different ad placements. If you have a Facebook campaign with ads in the right column of your news feed, as well as desktop and mobile ads, run a report to see how they performed.
Ideally, create multiple Facebook campaigns or ad groups: one for Facebook feeds (mobile and desktop) and one for the right-hand column of Facebook, allowing you to control your budget to a greater extent than if all ad formats were in one campaign or ad group.
5. targeting new people
When we create a similar Facebook campaign in Power Editor or in the live Facebook account, we can exclude audiences such as people who already follow our page.
It's a common practice to exclude people who already like the page, because the whole point of a Facebook campaign is to get more likes. Displaying your ads to people who already like your page will result in irrelevant impressions.
6. Refining your targeting with your target audience
We can use email addresses, phone numbers, Facebook user IDs or app user IDs to create audiences to whom we want to display our ads.
If you want to save money by bidding, set the geographical target areas. By specifying a region, country, state/region, city, postcode, address or "specific market area" of one or more countries, you can ensure that your ad only appears to people living in those locations, or that they are excluded from the target audience.
With detailed targeting, include or exclude demographic characteristics, interests and behaviours to define the target audience.
There are many ways to optimise your Facebook ads. Experiment with audience, placement, split testing and more to get better results from your Facebook ads.